Market

Research
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 Have You Ever PDKT?

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 When You Fall in
Love
to someone,
what would
you do to get
her/him
interest?

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 Chapter Outline
1) Overview

2) Definition of Marketing Research

3) A Classification of Marketing Research

4) Marketing Research Process

5) The Role of Marketing Research in Marketing

Decision Making

6) Marketing Research and Competitive Intelligence

7) The Decision to Conduct Research

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 Redefining Marketing Research

The American Marketing Association (AMA)

redefined Marketing Research as:

The function that links the consumer, the

customer, and public to the marketer
through INFORMATION

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 Redefining Marketing Research
Used to identify and
define market
opportunities and
problems
Generate, refine, and
evaluate marketing
performance
Monitor marketing
performance

Improve understanding
of marketing as a
process
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 Definition of Marketing Research
Marketing research is the systematic and objective
 identification
 collection
 analysis
 dissemination (penyebaran)
 and use of information
For the purpose of improving decision making related to the
 identification and
 solution of problems and opportunities in marketing.

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 Market Research
 Specifies the information necessary to address
these issues
 Manages and implements the data collection
process
 Analyzes the results
 Communicates the findings and their implications
 Helps managers use this information to make
decisions

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 Classification of Marketing Research
Problem-Identification Research
 Research undertaken to help identify problems which are

not necessarily apparent on the surface and yet exist or

are likely to arise in the future. Examples: market
potential, market share, image, market characteristics,
sales analysis, forecasting, and trends research.

Problem-Solving Research
 Research undertaken to help solve specific marketing

problems. Examples: segmentation, product, pricing,

promotion, and distribution research.

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 A Classification of Marketing Research
Fig. 1.1
Marketing Research

Problem Problem-Solving
Identification Research Research

Market Potential Research Segmentation Research

Market Share Research
Market Characteristics Research Product Research
Sales Analysis Research Pricing Research
Forecasting Research Promotion Research
Business Trends Research
Distribution Research
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 Problem-Solving Research
Table 1.1

SEGMENTATION RESEARCH
 Determine the basis of segmentation
 Establish market potential and
PRODUCT RESEARCH
responsiveness for various
segments  Test concept

 Select target markets  Determine optimal product design

 Create lifestyle profiles:  Package tests

demography, media, and
product image characteristics
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 Product modification
 Brand positioning and repositioning
 Test marketing
 Control score tests
1-11
 Problem-Solving Research
Table 1.1 cont. PROMOTIONAL RESEARCH
 Optimal promotional budget
0.00% APR
 Sales promotion relationship
 Optimal promotional mix
 Copy decisions
 Media decisions
 Creative advertising testing

PRICING RESEARCH  Evaluation of advertising effectiveness

 Pricing policies  Claim substantiation

 Importance of price in brand selection

 Product line pricing
 Price elasticity of demand $ALE
 Initiating and responding to price changes
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 Problem-Solving Research
Table 1.1 cont.
DISTRIBUTION RESEARCH

Determine…
 Types of distribution
 Attitudes of channel members
 Intensity of wholesale & resale coverage
 Channel margins
 Location of retail and wholesale outlets

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 P&G conduct
Market Research
through
essay contest

Membuat website
untuk menjaring
pasar konsumen
remaja yang suka
mengosip.
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 The Role of Marketing Research
Fig. 1.2 Customer Groups
• Consumers
• Employees
• Shareholders
• Suppliers
Uncontrollable
Controllable Environmental
Marketing Factors
Variables
Marketing • Economy
• Product
Research • Technology
• Pricing
• Laws &
• Promotion Regulations
• Distribution • Social & Cultural
Assessing Marketing Factors
Providing
Information Information Decision • Political Factors
Needs Making

Marketing Managers
• Market Segmentation
•Target Market Selection
• Marketing Programs
• Performance & Control

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 Power Decisions’ Methodology
Fig. 1.3

Opportunity scan
Option generation
Solve Problem
Refine options
Decision
Client
Needs Find Seek Plan Act

Achieve Goal

Research Evaluate Market Advise

How We Clarify
Interpret Recommend Plan Assist
Decisions Analysis Facilitate
Help Research Execution

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 Organizational Chart for VNU
Fig. 1.4
Executive Board
Corporate Staff

Marketing Media Measurement Business

& Information Directories
Information Information
ACNielsen Nielsen Media Research VNU Business Golden Pages
VNU Advisory Nielsen/Net Ratings Publications Gouden Gids
Services Nielsen Film VNU emedia & Paginas Amarelas
BASES Entertainment Information Marketing Paglni Auril
Claritas Nielsen Home VNU Expositions Promedia
Spectra Entertainment VNU Exhibitions Europe Telkom Directory
Market Decisions Nielsen Music Verizon Puerto Rico
Nielsen Book
Nielsen Entertainment Intel
IMS
PERO/HIC
Scarborough
SRDS
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 Marketing Research Suppliers & Services
Fig. 1.5

RESEARCH
INTERNAL EXTERNAL
SUPPLIERS

FULL SERVICE LIMITED SERVICE

Field Branded
Syndicate Internet Products
Services
Services Services and Services

Standardized Customized Coding and

Data Entry Data
Services Services
Services Analytical Analysis
Services Services

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 Marketing Research Process

Step 1 : Problem Definition

Step 2 : Development of an Approach to the Problem

Step 3 : Research Design Formulation

Step 4 : Fieldwork or Data Collection

Step 5 : Data Preparation and Analysis

Step 6 : Report Preparation and Presentation

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 Marketing Research Process
Step 1: Defining the Problem

Step 2: Developing an Approach to the Problem

Step 3: Formulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: Preparing and Analyzing Data

Step 6: Preparing and Presenting the Report

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